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Direct and Digital Marketing Jobs Weakening in 4Q11 : MarketingProfs Article

Direct and Digital Marketing Jobs Weakening in 4Q11 : MarketingProfs Article | IMC Integrated Marketing Communication | Scoop.it

Career Management - The stalled US economy has weakened job prospects for digital and direct marketers in the fourth quarter of 2011


Via Brian Yanish - MarketingHits.com
Nick Moxon's insight:

A short article but something a bit different from other marketing related articles that I have seen posted lately, this article states some hard facts around the job market involving direct and digital marketing. the statistics show that business are less likely to be hiring staff in this related field as time has gone on which suggests that the industry is highly competitive as of current.

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How NFC Could Revitalize Direct Marketing - AlleyWatch

How NFC Could Revitalize Direct Marketing - AlleyWatch | IMC Integrated Marketing Communication | Scoop.it
Although NFC technology has been around since the 1980s and marketers are increasingly using it today, the technology was slower to catch on in marketing than QR code technology. QR codes, which are 2-dimensional ...

Via Paulo Gervasio
Nick Moxon's insight:

The main idea that I took out of this article is to "bridge the physical and digital gap" which is where the majority of current marketing initiatives are arising from. NFC is a new emerging technology and a great opportunity’s to appeal directly to their customers in a fast cost effective manner.

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Shivneel Chauhan's comment, May 9, 2013 8:12 PM
Create example on how innovation can be used in marketing. It shows how big companies take advantage of technology to make direct marketing easier. This also allows for consumer engagement and gives companies a consumer insight of their brand.
Paulo Gervasio's comment, May 9, 2013 10:18 PM
NFC currently has a big issue and that is its not yet universal, People with iPhones (a big chunk of the market) do not have it (NFC). Also you spend extra (a few cents) per letter vs. $ 0.00 for QR Codes which are printed in the collateral together with your message. Eventually Apple will turn around and support NFC but even then, I believe QR Code or NFC does not matter in mailed collaterals, the most important thing is a compelling message that will spur your prospect to Tap or scan, the few extra steps will not matter. It was true that with QR Codes and now NFC people scan or tap just to see if it works and it may have lead to a few items sold but the novelty will wear out sooner or later.
Alexis-ellen Day's curator insight, May 13, 2013 12:55 AM

This articles really does describe the different ways of communicating to consumers directly. with modern technology developing as fast as it does it is really hard to keep up. This is where many businesses may fall behind. what reammy makes NFC so effective is it really does call to action and act on it with the consumer. this is what direct maketing is really about.

 

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PepsiCo May Boost Marketing Budget to Take On Coca-Cola: Retail

PepsiCo May Boost Marketing Budget to Take On Coca-Cola: Retail | IMC Integrated Marketing Communication | Scoop.it
PepsiCo Inc. Chief Executive Officer Indra Nooyi has taken over a coconut-water company, acquired a dairy in Russia and spent millions on a philanthropic marketing campaign. Her next big investment has a more familiar name: Pepsi-Cola.

Via Eden
Nick Moxon's insight:

Interesting read looking at the top 2 producers of soft drinks Coca-Cola and Pepsi yet Cokes expenditure on their Marketing Campaigns has seen been much more successful than PepsiCo's has been. I believe Pepsi need to re-budget for their next marketing campaign and look at what areas of promotion will be most successful to compete against their opposition as currently Pepsi are trying to do too much and not adding more value to their most popular beverages.

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Gregory Farr's comment, August 21, 2013 6:44 AM
I think an important part of this article is even though Pepsi-co has made a few errors in the past and has lost market share towards coca-cola but they have been able to pinpoint where the mistakes have come from and make appropriate plans in order to try compete more successfully against coca cola. Pepsi was able to locate they had lost support from loyal customers because they had over focused on healthier ranges and spending less time on the more original brands like Pepsi itself. Missing the Superbowl advertisement after 23 years would have been a shock to these loyal fans and they would wonder does pepsi care about them less. The good news is Pepsi can now plan and prepare and have decided to invest more money into the advertising which shows why its not just important to plan marketing promotions but also afterwards evaluate the success and then further plan where to move on from here. Therefore this article shows that even though Pepsi has made mistakes they have the right idea within planning and evaluating promotions.
Savanna Steele's comment, August 22, 2013 7:43 PM
This article is interesting, I had always been lead to believe that pepsi had be fighting to dominate the market against Coca-Cola, however in this article Pepsi actually stepped back from promoting its soft drinks through pulling out of advertising opportunities and major partnership deals. It was stated because they wanted to focus on there other products however, by doing so there share of the market dropped dramatically. Now they have the challenge of trying to regain the share market they loss and make up for the profit loss.
Anna Bairstow's comment, August 22, 2013 11:30 PM
This is an interesting read, Finau! I've always been intrigued about the competition between Pepsi and Coca-Cola. Completely agree with you and Savanna's insight on this article. Pepsi will really need to step up their marketing strategy if they want to gain more popularity and generate more sales than their competing brand Coca-Cola. More brand building and brand identity is needed in order for people to trust and become loyal to the Pepsi brand over Coke. They can put all the money they want into various advertising campaigns, but they need to get the message right to effectively communicate and connect with consumers, as Coca-Cola does so successfully!
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What’s "Content" Anyway?

What’s "Content" Anyway? | IMC Integrated Marketing Communication | Scoop.it
I recently spent two days at the headquarters of a global enterprise speaking with various stakeholders from across their marketing organization about content marketing.

 

The purpose of the discussions was to uncover how content is being conceived, created, used, re-used, published and disseminated within the organization. Is there sufficient sharing and cross-departmental cooperation, or are different divisions reinventing the same wheel? Who creates what content, how is it approved, and where does it reside?


Via Gregg Breward
Nick Moxon's insight:

I found this article very relevant to our week 3 class as we focused on the four communication pillars of IMC and this discusses the component of "Content" different to that in the lecture. The main lesson I learnt from reading this article was that the companies discussed, their marketing departments viewed their various job as a set of individual tasks that they are assigned to complete in their working week in which they fail to incorporate the purpose of what they are trying to achieve. Team work and synergy amongst workers is crucial for a company to successfully channel their marketing campaigns to the consumer and to be successfully externally you must first have a strong internal focus in any company.

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Charlotte Eglinton's comment, March 21, 2013 3:04 PM
Very relevant, content strategy helps grow a business and customer needs, it also provides strategic direction on how to improve content and content processes can help to achieve specific goals/objectives. The content strategy is a continual process of improvement.
Aleysha Kelly's comment, March 21, 2013 5:50 PM
Good article Nick. It really stresses the importance of content and how without it an organizations channels will no be in synergy. I like how the article also discusses the importance of knowing that all members of the organization must understand content and all be on the same page so to speak as they are part of the wider picture.
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Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | IMC Integrated Marketing Communication | Scoop.it

Via Keane Orchard, Alina Oleinik
Nick Moxon's insight:

"According to a customer engagement study conducted by the Business Marketing Association around 72% marketers all over the world consider effective customer engagement as the top most priority for the success of the business"

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Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.

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Is mobile marketing working for direct marketers?

Is mobile marketing working for direct marketers? | IMC Integrated Marketing Communication | Scoop.it
Josh Herman is global multichannel marketing innovation leader at Acxiom By Josh Herman There is a piece of logic that has been missing for why so many consumer eyeballs can be found rapt to mobile screens of all shapes, sizes, and operating...

Via Paulo Gervasio
Nick Moxon's insight:

A very interesting article which Josh Herman presents his opinion of the use of database information and mobile marketing as a form of direct marketing  to achieving the best results. I personally agree with Josh and believe that Mobile Marketing is a highly effectives channel of direct marketing over other electronic sources as androids are becoming ever more popular and consumers almost always have their phones on them contact to the consumer can be at any time possible.

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Kevin Chai's comment, May 9, 2013 6:42 AM
The thing about the article is that it treats mobile marketing the same way it would treat marketing through television. Unlike television, one simply cannot synchronize every channel to display advertisements to counter zigging and zagging. When marketing to people using their mobile devices, the advert must be tailored for that person because he or she has so many options in avoiding marketing attempts. As such its not just a matter of getting the message to the customer, but making sure they pay attention to it as well that's the problem.
Alexis-ellen Day's curator insight, May 13, 2013 1:00 AM

Cells phones are no longer the simple call and text others. Smartphones and all these other fast developing forms of cell phones are now the internet and research and communicating through email, online message boards. nearly every business will require an app for consumers to form a relationship with any business they deal with, from grocceries to banking. I fully agree with this article, especially when the author wrote how business owners love having full control over their own business marketing campaign.

Rory Kelly's curator insight, May 22, 2013 10:19 PM

I do agree with this article on the topic of mobile marketing and trying to gain the best results, mobile marketing can be extremely effective type of marketing compared to that of other digital based avenues because people will most syrely always have there mobile phones with them most of the day meaning the consumer can be contacted at any time.

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How Important is Mobile Marketing To Promoting Your Brand?

How Important is Mobile Marketing To Promoting Your Brand? | IMC Integrated Marketing Communication | Scoop.it
Do you think that you are wasting money on conventional marketing campaigns  and are not gaining any profit? Don't you want to promote your brand in an

Via Thomas Faltin, Gladys Pintado, Georgia Hogarty
Nick Moxon's insight:

Mobile Marketing is definitely a fresh approach from conventional marketing approaches and with the increase in consumers on smartphones it makes it an effective channel for contacting consumers. I believe mobile marketing will continue to grow rapidly and with users having their phones on them at all times it allows for 24/7 advertising to your target market.

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Charlotte Eglinton's comment, April 8, 2013 10:08 PM
I totally agree with this article. I think that mobil phones are defiantly a huge part of todays marketing. I know for a fact that i am constantly looking at new apps to download and use. With the majority of people today using iPhones, its such a easy way to quickly check your bank account, or find out what time the bus comes by simply downloading a app to help you. I think its really important that brands look into developing apps for phones if they want to keep up with the changes in the social media.
Aleysha Kelly's comment, April 9, 2013 4:47 AM
I agree with both your points Nick and Charlotte. Mobile Marketing is definitely the new way to engage consumers especially with the rapid change in technology especially that of smart phones. Its definitely the most effective way to contact your target consumer as with the use of apps its up to the consumer to download it. I'm the same as you Charlotte, I am always looking for new apps to download and use so I think it is really important the business look into Mobile Marketing to keep up with the changing environments.
Aleysha Kelly's comment, April 9, 2013 5:08 AM
http://www.itwire.com/it-industry-news/market/59358-global-device-shipments-to-reach-24-billion-this-year this article shows how it is even more important to use mobile marketing due to the shift in consumer behaviour.
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | IMC Integrated Marketing Communication | Scoop.it

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.

 

Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.

 

The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.

 

The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.

 

Continue Reading .... 

Nick Moxon's insight:

Very Relevant to consumer engagement in relation to online purchasing and the use of social media as a tool to interact with customers. I think it’s important companies reevaluate their channels for communicating with customers as the digital age brings constant changes and challenges that brands must be keep up with to effectively reach their customers’ needs.

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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

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Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter | IMC Integrated Marketing Communication | Scoop.it
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] (RT @lorilewis: Customers Are More Likely To Trust, Buy (Listen To #Radio) From Brands Who Use Social Media INFOGRAPHIC http://t.co/EzeKqq02Qr)...

Via Dr. Susan Bainbridge, Becky Norman
Nick Moxon's insight:

Very interesting article discussing the importance of the link between branding and social media, with such a large audience of 500 million twitter uses and 1 billion Facebook users the potential to interact with customers for free gives companies great opportunities to strengthen their brand awareness and interactions from customers. a very interesting statistic is  9 out of 10 people aged between 18 to 34 talk about brands on social media, what does this mean for products aimed at this demographic for the future?

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Tiffany Tang's comment, September 26, 2013 8:07 AM
i think this is a very good article to read with. some companies however still choose to ignore the evolution on online activity and choose to go through the traditional streams of communicating with there target audience. This might let the company reduce the amount of profit.On the other hand if the company use the social media to promo their product this will largely give a big advantage for the company.
Anna Kong's comment, September 26, 2013 9:26 PM
i agree with you jianwang this article is interesting and it does point out the vital connections between branding and social media. well chose article.
Steven Chen's comment, September 26, 2013 9:33 PM
Good insight Lycoris. For me, I fit into one of the 18-34 demographic and I use social media every day. All the statistics in this article show that social media plays a significant role in brand engagement and I totally agreed with it. For me, I would like to engage with a brand that using a social media platform, especially if some of my friend a link to me on Facebook. One of the reason that I would like to trust brands who use social media is there are not just positive advertisements on the Facebook page but also different comments I can read. And I also agree with Lycoris’s point that social media is a powerful tool. It is an effective and cheap platform for brand to engage with people, but it is hard to control. For brand, this could be a negative issue because when things go wrong, it is really hard to control how people saying on the social media so there is no way to hide the truth. And for customers, this could be a good issue because we knew if something goes wrong, we will see news on social media.